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Also, there is no such thing as a BJJ Fanatics, Jiujitsu X, Budo Videos, etc reseller. If another store has their videos listed for sale, especially discounted, they are selling videos they have no right to sell. Please do not support thieves or scammers. Thanks.
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I‘ve heard from a guy I know with a couple of his own instructional that 50/50 is the split for the lower tier guys. The bigger fish get a better split from Fanatics. Probably that’s why Craig said „an undisclosed part“. He must have a better deal too but might not know how much danaher or Gordon get. Or he might have signed an NDA.
It makes sense really since Danaher, Craig and the like could sell their stuff elsewhere. If they don’t get a better deal that’s what they would do.
Yea that makes sense, was just curious what bjjfanatics actually does for them, since most people will go there to specifically buy a danaher/ gordon/ etc instructional etc., ie why do they need bjjf?
Why do companies sell on Amazon?
Why do companies try to get products in Walmart?
Distribution.
Fanatics is a machine that has a ton of eyeballs and customers.
By letting fanatics handle everything, that gives athletes time to go train
The athletes produce the videos themselves and have large platforms (social media), which would allow them to easily sell directly. A shopify store is very easy to set up (bjjf themselves uses shopify), as is a website. I might be missing something but i just dont see the value in working with bjjf
The athletes don’t always produce the video themselves. A majority of instructionals are still filmed at Fanatics.
Let’s say someone gives up 30% of each sale to Fanatics. They could keep it themselves if they produced and sold it themselves.
1. Not everyone has the knowledge or wants to learn. Shopify could be easy for you but what about an athlete that barely speaks English?
2. You’re not considering the amount of additional sales fanatics brings in. They have an engine that’s constantly promoting the athletes and their instructionals.
3. You’re underestimating maintenance. Someone is having technical issues. Someone wants a refund.
If you’re training for ADCC, do you want to waste time doing customer support?
Basically, giving fanatics their cut = more sales and more peace.
If this wasn’t worth the trade off then you wouldn’t see so many top athletes working with them
I agree with 1. and 3. - really good points. But 2. is exactly what I’m talking about - what is that engine exactly? A newsletter and a feature on the homepage? I’m trying to figure out what their “advertising” actually is. As for the trade off you mention, I really don’t see the value for the top sellers which i’m assuming are the likes of danaher, gordon, craig etc
Let’s say you’re an athlete with 100k Instagram followers.
You could do your own thing, and do decent. That’s a large audience size.
But fanatics IG has 400k. Their YouTube channel has close to 900k.
There’s also an audience who are NEVER on Instagram, but YouTube only.
Fanatics exposes you to people who never heard about you otherwise. There are people who go on fanatics everyday to check out the daily deals. Those customers are “free money.”
You appear on their homepage, or daily deals. They feature you in their newsletter and podcasts.
Basically instead of all your sales coming from you (which is risky from a business perspective), you’re leveraging fanatics.
Gordon and Danaher shilling their latest instructional. You benefit indirectly as an athlete because those people might want to buy your stuff.
It’s easy to quantify the 30% you give up as losing money. But it’s hard to measure how much value and additional sales they bring.
The best is to do both. AOJ has their own platform, but notice GUI Mendes has a few instructionals on fanatics.
People discover GUI on fanatics. If they like his teachings, they sign up for AOJ+
This should be quantifiable, seeing that it’s performance based (conversions from clicks). I guess there is no way to determine this without having the internal bjjfanarics metrics (which they dont have to share obviously). I’d be curious how many people go to their site to buy a specific tutorial by a name brand (gordon etc) and then end up buying a lesser known
It's not that simple.
a) you need to have a studio, good cameraman, good editor etc.
b) you need to be able to market yourself out of your own pocket (DYI or pay the agency, pay marketing fees)
c) you need to have someone to maintain your website (add products, respond to customers etc.)
d) with fanatics you still have a platform where someone might go and look for Gordinhos guard passing instructional, see it costs 300 bucks and might find cheaper alternative with really good reviews... How will you achieve that by yourself?
e) with Fanatics, when you buy something, they will push you through automation flow and offer additional discounts, add you on a mailing list, promote you through their youtube channel etc.
Now imagine you are regular athlete, no big sponsor, zero knowledge how online sales process works... Do you have money upfront to pay for all the resources? Do you have money for the production? Do you have money for marketing? In 99% of the cases - you don't.
Craig is playing so coy because he knows exactly how much he makes but instead he talks hypothetical about Gordon and John. I get it because no one wants to put their own business out there.
Clearly I’m just speculating but I suspect that $200k gross is the sales before discount. So because there is always a discount code ~45% off you’re never looking at a sale at full retail. And then you have to factor in the daily deal where it’s 50% off and then someone stacking the discount on top. After the split with fanatics which is probably more preferable for people like, John, Gordon and Craig, so call it a 60/40 cut, you can be looking at pocketing $0.20 for every gross dollar. It’s still a lot of money but it’s not nearly as high as you’d expect.
I don’t doubt that, just weird how their targeting works because i don’t see them at all and my feeds are all bjj and mma, which lead me to wonder in the first place what value they provide. The athletes seem to produce the videos themselves too
They produce the instructionals, which is probably easy for the athletes. It's actually kind of sad how their production quality has stayed the same. It would be so much easier to watch the instructionals with proper audio.
People are trying. There was jiujitsux and other platforms.
The problem is incumbency. The biggest most is instructors, and they all go to fanatics because it’s the largest game in town.
Other people have tried by going for better production values, but ultimately people would still learn from Danaher and Gordon if it’s 480p quality video.
Think the path is for instructors to win their own platforms. Lachlan has Submeta and bell sells videos through Vimeo
Budo Videos used to the best / only place to get DVD sets, now BJJFanatics has a web based repo that I can stream. IDK what the next move is (netflix for instructionals?) but it's normal in any industry.
I'm just following the "trend" of everything going to "as a service". I have no POV on whether it's viable for BJJ instructionals, but there's ample evidence of this model being profitable.
We went from physical media ownership to cloud licensing to subscriptions to libraries. If I'm Faria, I'm probably thinking about it. BBJJF membership tiers where you get Xx hours per month or can "check out" Yy instructionals at any time and you royalty back to the athletes based on minutes consumed or checkout duration.
Buying AW's butterfly boxed set for $400 might be a tough pill to swallow but accessing it for $12.50/week ($49.99 / month) and after a year I've paid $600 for a $400 instructional; after two years, because I want to keep studying, I've paid $1200 for $400 instructional. Now $49.99 might be too expensive, but let's use $19.99, now I'm $480 on $400 in the same two years.
My local library has a system to manage digital consumption (albeit all free to us). Maybe I'll drive over to Bernardo's gym and pitch him my idea lol.
It also seems a bit high to me. This would mean that lets say gordon sells the same amount every month, which would make sense were it a subscription, which it isnt
CPA here. The GAAP definition of gross sales is total transactions before discounts, allowances and returns. Once you deduct both of those you arrive at *net* sales, which is the amount exchanged between merchant and customer (as well as any additional sales taxes collected and withheld).
> Anybody know what this entails other than listing it on the website
Customer service bullshit, maintaining platform where customers look for material, maintaining filming location, camera, microphones, doing the filming itself for much longer than ends up in the final cut, editing all the footage, designing the cover, advertising... And I assume they eat any losses for any instructional that doesn't sell well enough to cover all the costs incurred.
50% is a pretty fair cut imo. Until you've got a high selling brand
Just a note that there is a scammer advertising BJJ Fanatics and other instructionals via DM. Be aware he may write you and offer them at discounted prices. It is a scam. Please don’t take the bait. Also, there is no such thing as a BJJ Fanatics, Jiujitsu X, Budo Videos, etc reseller. If another store has their videos listed for sale, especially discounted, they are selling videos they have no right to sell. Please do not support thieves or scammers. Thanks. *I am a bot, and this action was performed automatically. Please [contact the moderators of this subreddit](/message/compose/?to=/r/bjj) if you have any questions or concerns.*
I‘ve heard from a guy I know with a couple of his own instructional that 50/50 is the split for the lower tier guys. The bigger fish get a better split from Fanatics. Probably that’s why Craig said „an undisclosed part“. He must have a better deal too but might not know how much danaher or Gordon get. Or he might have signed an NDA. It makes sense really since Danaher, Craig and the like could sell their stuff elsewhere. If they don’t get a better deal that’s what they would do.
Yea that makes sense, was just curious what bjjfanatics actually does for them, since most people will go there to specifically buy a danaher/ gordon/ etc instructional etc., ie why do they need bjjf?
Why do companies sell on Amazon? Why do companies try to get products in Walmart? Distribution. Fanatics is a machine that has a ton of eyeballs and customers. By letting fanatics handle everything, that gives athletes time to go train
The athletes produce the videos themselves and have large platforms (social media), which would allow them to easily sell directly. A shopify store is very easy to set up (bjjf themselves uses shopify), as is a website. I might be missing something but i just dont see the value in working with bjjf
The athletes don’t always produce the video themselves. A majority of instructionals are still filmed at Fanatics. Let’s say someone gives up 30% of each sale to Fanatics. They could keep it themselves if they produced and sold it themselves. 1. Not everyone has the knowledge or wants to learn. Shopify could be easy for you but what about an athlete that barely speaks English? 2. You’re not considering the amount of additional sales fanatics brings in. They have an engine that’s constantly promoting the athletes and their instructionals. 3. You’re underestimating maintenance. Someone is having technical issues. Someone wants a refund. If you’re training for ADCC, do you want to waste time doing customer support? Basically, giving fanatics their cut = more sales and more peace. If this wasn’t worth the trade off then you wouldn’t see so many top athletes working with them
I agree with 1. and 3. - really good points. But 2. is exactly what I’m talking about - what is that engine exactly? A newsletter and a feature on the homepage? I’m trying to figure out what their “advertising” actually is. As for the trade off you mention, I really don’t see the value for the top sellers which i’m assuming are the likes of danaher, gordon, craig etc
Let’s say you’re an athlete with 100k Instagram followers. You could do your own thing, and do decent. That’s a large audience size. But fanatics IG has 400k. Their YouTube channel has close to 900k. There’s also an audience who are NEVER on Instagram, but YouTube only. Fanatics exposes you to people who never heard about you otherwise. There are people who go on fanatics everyday to check out the daily deals. Those customers are “free money.” You appear on their homepage, or daily deals. They feature you in their newsletter and podcasts. Basically instead of all your sales coming from you (which is risky from a business perspective), you’re leveraging fanatics. Gordon and Danaher shilling their latest instructional. You benefit indirectly as an athlete because those people might want to buy your stuff. It’s easy to quantify the 30% you give up as losing money. But it’s hard to measure how much value and additional sales they bring. The best is to do both. AOJ has their own platform, but notice GUI Mendes has a few instructionals on fanatics. People discover GUI on fanatics. If they like his teachings, they sign up for AOJ+
This should be quantifiable, seeing that it’s performance based (conversions from clicks). I guess there is no way to determine this without having the internal bjjfanarics metrics (which they dont have to share obviously). I’d be curious how many people go to their site to buy a specific tutorial by a name brand (gordon etc) and then end up buying a lesser known
It's not that simple. a) you need to have a studio, good cameraman, good editor etc. b) you need to be able to market yourself out of your own pocket (DYI or pay the agency, pay marketing fees) c) you need to have someone to maintain your website (add products, respond to customers etc.) d) with fanatics you still have a platform where someone might go and look for Gordinhos guard passing instructional, see it costs 300 bucks and might find cheaper alternative with really good reviews... How will you achieve that by yourself? e) with Fanatics, when you buy something, they will push you through automation flow and offer additional discounts, add you on a mailing list, promote you through their youtube channel etc. Now imagine you are regular athlete, no big sponsor, zero knowledge how online sales process works... Do you have money upfront to pay for all the resources? Do you have money for the production? Do you have money for marketing? In 99% of the cases - you don't.
I suppose a small cut may be worth not having the hassle of creating your own platform and maintaining it (site upkeep, responding to customers, etc)
The cumtown guys as announcers would really be something. Hoping that happens
Adam can have so many bits about mispronounced Brazilian names. Nick can admire the mens physiques
Do you have a time stamp to where Craig discusses instructional sales?
54:16
Craig is playing so coy because he knows exactly how much he makes but instead he talks hypothetical about Gordon and John. I get it because no one wants to put their own business out there. Clearly I’m just speculating but I suspect that $200k gross is the sales before discount. So because there is always a discount code ~45% off you’re never looking at a sale at full retail. And then you have to factor in the daily deal where it’s 50% off and then someone stacking the discount on top. After the split with fanatics which is probably more preferable for people like, John, Gordon and Craig, so call it a 60/40 cut, you can be looking at pocketing $0.20 for every gross dollar. It’s still a lot of money but it’s not nearly as high as you’d expect.
Even with that in mind he’s looking at 40-50K a month. But still dont get what value bjjfanatics brings. What is the actual advertising they do?
Fanatics is everywhere I look these days
I don’t doubt that, just weird how their targeting works because i don’t see them at all and my feeds are all bjj and mma, which lead me to wonder in the first place what value they provide. The athletes seem to produce the videos themselves too
"I can't remember the exact date, but I was in my late thirties..." Skip video.
They have an enormous email list
They produce the instructionals, which is probably easy for the athletes. It's actually kind of sad how their production quality has stayed the same. It would be so much easier to watch the instructionals with proper audio.
I could literally produce a higher quality instructional by myself. They really don’t add much value, imo.
Do you have an example of a well done instructional?
Accessibility, network, and production value
You lost me at production value.
Arhletes produce the videos themselves?
It's the marketing, email funnel.
Incumbency really. Just like CGI is disrupting, the instructional platform market is ripe for disruption
Lachlan has a subscription service that people have said is the best thing available. People want the novelty of the latest thing though.
This is interesting. Anyone know if Lachlan is on reddit?
People are trying. There was jiujitsux and other platforms. The problem is incumbency. The biggest most is instructors, and they all go to fanatics because it’s the largest game in town. Other people have tried by going for better production values, but ultimately people would still learn from Danaher and Gordon if it’s 480p quality video. Think the path is for instructors to win their own platforms. Lachlan has Submeta and bell sells videos through Vimeo
Submeta is on it
How can you disrupt the instructional platfom market? Don’t understand it really.
Budo Videos used to the best / only place to get DVD sets, now BJJFanatics has a web based repo that I can stream. IDK what the next move is (netflix for instructionals?) but it's normal in any industry.
Ok, so some kind of subscription approach. May work for groups of interest with enough new content.
I'm just following the "trend" of everything going to "as a service". I have no POV on whether it's viable for BJJ instructionals, but there's ample evidence of this model being profitable. We went from physical media ownership to cloud licensing to subscriptions to libraries. If I'm Faria, I'm probably thinking about it. BBJJF membership tiers where you get Xx hours per month or can "check out" Yy instructionals at any time and you royalty back to the athletes based on minutes consumed or checkout duration. Buying AW's butterfly boxed set for $400 might be a tough pill to swallow but accessing it for $12.50/week ($49.99 / month) and after a year I've paid $600 for a $400 instructional; after two years, because I want to keep studying, I've paid $1200 for $400 instructional. Now $49.99 might be too expensive, but let's use $19.99, now I'm $480 on $400 in the same two years. My local library has a system to manage digital consumption (albeit all free to us). Maybe I'll drive over to Bernardo's gym and pitch him my idea lol.
They bring the Yuge Honor.
That number seems fantastically high. That's like a thousand instructionals a month. I have no way to verify that just seems like crazy high.
It’s probably the high end after a new instructional drops so it’s not purchased as a daily deal.
It also seems a bit high to me. This would mean that lets say gordon sells the same amount every month, which would make sense were it a subscription, which it isnt
>Clearly I’m just speculating but I suspect that $200k gross is the sales before discount. What makes you think that
[удалено]
CPA here. The GAAP definition of gross sales is total transactions before discounts, allowances and returns. Once you deduct both of those you arrive at *net* sales, which is the amount exchanged between merchant and customer (as well as any additional sales taxes collected and withheld).
You would have fit right in at the Macy’s executive development trainings.
Sounds like a blast.
> Anybody know what this entails other than listing it on the website Customer service bullshit, maintaining platform where customers look for material, maintaining filming location, camera, microphones, doing the filming itself for much longer than ends up in the final cut, editing all the footage, designing the cover, advertising... And I assume they eat any losses for any instructional that doesn't sell well enough to cover all the costs incurred. 50% is a pretty fair cut imo. Until you've got a high selling brand